Michael Braungart | Why Less Bad Isn't Better

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Michael BraungartWhy Less Bad Isn't Better

Insight

When we focus on the 'efficient' use of materials and resources, we are burying our heads in the sand. Matt argues that we need a conscientious approach to design, so that everything we take from nature either goes back to nature (in a biological cycle) or is up-cycled into further products (the technical cycle).

There is no such thing as "waste" in this picture - only resources which we can redeploy forever. Then human consumption becomes good for the planet.

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Michael created the concept of “Cradle to Cradle” as a young chemist and, in 2002, with his American friend Bill McDonough, the bestseller 'Cradle to Cradle: Remaking the Way We Make Things' was published.

He founded the chemistry division of Greenpeace. His first-class science mind leaves him sceptical about many popular environmental solutions.

Braungart is constantly explaining how much we need to know if we are to make the world a better place. And how much detail we already do know but which we sometimes stubbornly ignore.

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